Marketing Strategy Analysis Of Xiamen SW Hotel

In recently years,with the rapid Chinese economic development,the living standard of residents is increasing year by year.Travelling has become a popular entertainment in Chinese family.According to the travelling market data,we can see that popularization is becoming more and more obvious,the market has entered a "National Tourism" era.According to the statistics,there are 5.5 billion domestic tourist person-time in 2018,rose about 10.8%compared with last year.The total income of domestic is RMB 5.97 trillion,growth 10.5%year on year.The number of inbound tourism in China is 141 hundred million person-time,rose about 1.2%compared with last year.With the rapid growth travel demand,the tour times and tourist consumption is keeping growing.Tourist's demand become diversity,and focus more on the experience.Hotel which as indispensable part of tourism assumes an increasingly important role.Xiamen SW Grand Hotel is a high-end five star hotel which is subordinated to Swiss hotel management company.Hotel is located in Xiamen's center,face to Gulangyu island,which has excellent location.Due to the rapid development of China's tourism industry,the hotel maintain a high occupancy rate and revenue since opening.The pressure of competition and channel which Xiamen SW hotel faced is increasing.Firstly,this paper expounds the Xiamen SW hotel's market environment and market positioning,use Porter's Five Forces Model to analyze the competitive environment of Xiamen SW hotel,and uses SWOT to analyze the hotel.Secondly,it uses the marketing theory strategy to subdivide and locate the market of Xiamen SW hotel.Finally,combining with 4C marketing theory,it gives reasonable suggestions from four different aspects:Customer,Cost,Convenience and Communication.At the end of the paper,it makes the conclusion and summarized the shortcomings.